i know what it takes to get this economy going again. i care about the people of america. >> reporter: it's a delivered effort, analysts say, with a tv ad designed to show empathy and soften his image. >> president obama and i both care about poor, working class families, the difference is, my policies will make things better for them. >> reporter: and despite relentless criticism of obama care, romney touted how his own health care overhaul in massachusetts helped families. >> don't forget, i got everybody in my state insured, 100% of the kids in our state have health insurance, i don't think there's anything that shows more empathy and care about the people of this country than that kind of record. >> reporter: still, president obama is furiously working to frame his opponent as out of touch. again, keying in on romney's comments seemingly dismissing 47% of americans who pay no income tax. >> i don't believe we are going to get very far if we've got leaders who write off half the nation as a bunch of victims who don't take responsibili